Consumer Briefs / ADVERTISING

P&G told item's marketing is illegal

Federal health officials have warned Procter & Gamble Co. that it is unlawfully marketing a new hand sanitizer aimed at use by children.

Company claims that Vicks Early Defense Foaming Hand Sanitizer prevents colds and provides up to three hours of antimicrobial activity are not allowed, the Food and Drug Administration said in a letter. The FDA said that it knew of no significant health risks associated with the product but that it was concerned because the product had not been proven safe and effective for the company's claims.

The firm believes the claims are legitimate and comply with FDA regulations, P&G spokesman David Bernens said.

The sanitizer is meant to be rubbed into the hands and left on when soap and water are not available. It contains triclosan, an antimicrobial agent. Under the proposed FDA standards for antimicrobial products that use triclosan, their labeling must direct consumers to rinse with water after use, the agency said.